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Medmo

Medmo

Simplify Your Medical Imaging Scheduling
Simplify Your Medical Imaging Scheduling
Simplify Your Medical Imaging Scheduling
Simplify Your Medical Imaging Scheduling

Industry

Healthcare

Role

Lead Designer

Duration

Nov 2023

Team

1 Product Designers & 3 Engineer

tl;dr
tl;dr

Booking a medical scan can be a real hassle. Prices aren't always transparent, it's hard to find a time that works, and users usually need a doctor's referral just to get started. Some people don't even know where to go or feel unsure about using online tools.

During the pandemic, small businesses in Vietnam struggled to transition online. Existing e-commerce platforms lacked a focus on handcrafted and customized products. Sellers faced issues with customer engagement, pricing, and logistics.

Medmo makes medical scheduling easy by helping users find trusted imaging centers that fit their schedule, location, and budget — all in one simple and secure place.
Problem
Problem
Patients struggle with complex appointment booking systems, unclear pricing, and confusing insurance requirements. Many find it difficult to compare options and navigate the process efficiently.

Patients struggle with complex appointment booking systems, unclear pricing, and confusing insurance requirements. Many find it difficult to compare options and navigate the process efficiently.

Challenge
How might we help Medmo streamline the ordering process and build trust with patient?
Challenge
How might we help Medmo streamline the ordering process and build trust with patient?
Challenge

How might we help Medmo streamline the ordering process and build trust with patient?

Challenge

How might we help Medmo streamline the ordering process and build trust with patient?

My Approach

My Approach

Market Research

To understand the broader landscape and identify opportunities for improvement, we conducted a competitive analysis. We reviewed 5 key players in the medical appointment and imaging space, along with a few from adjacent markets. I also analyzed user reviews to gain insight into what users liked, and what frustrated them.

By analyzing these platforms, we identified common strengths like transparency, visual design, trust-building, and areas where Medmo could differentiate and improve the patient experience.

By analyzing these platforms, we identified common strengths like transparency, visual design, trust-building, and areas where Medmo could differentiate and improve the patient experience.

Healthtap
Healthtap
Healthtap

Highlights patient reviews and introduces doctors through short videos, making the experience feel more personal and family-friendly.

Highlights patient reviews and introduces doctors through short videos, making the experience feel more personal and family-friendly.

Highlights patient reviews and introduces doctors through short videos, making the experience feel more personal and family-friendly.

Scan.com
Scan.com
Scan.com

Stands out with strong branding and inviting visuals. Use icons to represent body areas and features photos of provider locations to build trust.

Stands out with strong branding and inviting visuals. Use icons to represent body areas and features photos of provider locations to build trust.

Stands out with strong branding and inviting visuals. Use icons to represent body areas and features photos of provider locations to build trust.

Prenuvo & Tripment
Prenuvo & Tripment
Prenuvo & Tripment

Known for detailed body scans and transparent pricing, which helps reduce user uncertainty.

Known for detailed body scans and transparent pricing, which helps reduce user uncertainty.

Zocdoc
Zocdoc
Zocdoc

Offers real-time scheduling, patient reviews, and ratings. It includes provider zip code-based search and personal dashboard for patients.

Offers real-time scheduling, patient reviews, and ratings. It includes provider zip code-based search and personal dashboard for patients.

Contextual Inquiries

To better understand the current user journey, our team began by mapping how the platform functioned before, during, and after the ordering process. We wanted to see not just how the system was structured, but also how patients interacted with it at each step.

We conducted interviews with different user groups and distributed a survey to gather broader insights. After synthesizing our findings, we identified key pain points and reframed them into design opportunities:

To better understand the current user journey, our team began by mapping how the platform functioned before, during, and after the ordering process. We wanted to see not just how the system was structured, but also how patients interacted with it at each step.

We conducted interviews with different user groups and distributed a survey to gather broader insights. After synthesizing our findings, we identified key pain points and reframed them into design opportunities:

Conceptualize

Conceptualize

User Personas

From our research insights, we created two primary personas to represent our target users:

From our research insights, we created two primary personas to represent our target users:

A homemaker in her 60s who has been seeing the same doctor for years. She trusts his recommendations and distance is not a major concern, she prioritizes finding affordable prices for these procedures.

A homemaker in her 60s who has been seeing the same doctor for years. She trusts his recommendations and distance is not a major concern, she prioritizes finding affordable prices for these procedures.

Frustrations

  • Don't want to pay out-of-pocket

  • Gets frustrated when there's no price transparency

  • Doesn’t trust new company easily and not very tech-savvy

  • Don't want to pay out-of-pocket

  • Gets frustrated when there's no price transparency

  • Doesn’t trust new company easily and not very tech-savvy

Goals and Ambitions

  • Want to check if the procedure is covered by insurance

  • Easy way to book appointment and get reminder

  • Wants multiple trusted radiology center options to choose from

  • Want to check if the procedure is covered by insurance

  • Easy way to book appointment and get reminder

  • Wants multiple trusted radiology center options to choose from

A young professional in his 20s. He found Medmo on Google search. He values his time and is  concerned about his personal data and wants to ensure the platform he uses kept his information private.

A young professional in his 20s. He found Medmo on Google search. He values his time and is  concerned about his personal data and wants to ensure the platform he uses kept his information private.

Frustrations

  • Don't likes to share his personal details online

  • Needs to make an appointment that will fit in his busy work schedule

  • Doesn't like sketchy website

  • Don't likes to share his personal details online

  • Needs to make an appointment that will fit in his busy work schedule

  • Doesn't like sketchy website

Goals and Ambitions

  • Finding radiology facility that match his schedule

  • Getting the best service since he’s willing to pay more

  • Wants all the information upfront about his appointment

  • Finding radiology facility that match his schedule

  • Getting the best service since he’s willing to pay more

  • Wants all the information upfront about his appointment

User Flows

We then mapped out user flows based on the typical actions each person would take, from discovery and appointment request to booking and follow-up. These flows highlighted points of friction and allowed us to ideate improvements, such as:

We then mapped out user flows based on the typical actions each person would take, from discovery and appointment request to booking and follow-up. These flows highlighted points of friction and allowed us to ideate improvements, such as:

Site Map

After generating our main user flows, we expanded outward and began thinking about the structure of the whole platform. Below is a map showing the hierarchy of pages on the platform. Note that this map is not exhaustive, it does not include all the pages that would be under Blog/ Resources and Log In, as we were not focusing on building out these areas of the platform at this moment in time.

Design

Design

Wireframe Sketches

We then independently came up with ideas and sketches around the how-might-we statement. We regrouped, down-select, and explored compound solutions on what could we incorporate? Can can we combine our individual concepts into an even better compound service?

Final Design

The new design for Medmo clearly outlines the required steps for scheduling a radiology appointment, including the need for a doctor's referral, insurance information, and necessary documents. It highlights the benefits Medmo offers, provides clear instructions and pricing, and shares positive statistics to build trust. Additionally, it makes it easy for patients to upload or obtain a referral.

Home

Problem: Most users don't realize they need a doctor's referral before booking an appointment.

Solution: The redesigned home tab clearly explains:

  • What services are included

  • What insurance information is needed

  • What documents to prepare

About

Problem: As a new startup, Medmo needs to build credibility and earn users' trust.

Solution: We redesigned the About tab to include:

  • The company's story and mission

  • Introductions to the team behind Medmo

  • Partnerships and affiliations

  • Support from trusted organizations

Scan Type
Scan Type

Problem: Patients often feel anxious or unsure about procedures.

Solution: We added clear , step - by - step explanations for each scan type, including:

  • What to expect during the procedure

  • How to prepare

  • Visual aids and simplified language

This helps patients feel more informed, reassured, and in control.

Appointment Scheduling
Appointment Scheduling

Problem: Users are confused by the current process, many don't realize they're selecting preferred time slots for a request , not a confirmed appointment.

Solution: We redesigned the scheduling flow to:

  • Clearly explain it's a request, not a booking

  • Let users choose up to three preferred time slots

  • Send confirmation and next steps via text message

This reduces confusion and improves clarity during booking.

Healthcare Provider Profile
Healthcare Provider Profile

Problem: Patients struggle to find a referring doctor and often leave the platform to follow up on their results.

Solution:
We expanded provider profiles to allow patients to:

  • Find a doctor to get a referral directly on the platform

  • Receive results and feedback in one place

  • (Future feature) Request a second opinion from another provider easily

This creates a more seamless, connected experience for patients.

Result & Connect

Problem: Patients often feel disconnected after their scan and aren't sure what happens next.

Solution: We improved the post-scan experience by:

  • Notifying users when results are sent to their doctor

  • Allowing patients to review and track their results

  • Giving users the option to leave feedback after their appointment

This keeps patients informed and engaged even after the scan is complete.

Deliverables

Deliverables

  • User research report & survey insights

  • Competitive analysis of 6+ platforms

  • 2 user personas with complete user flows

  • Redesigned key screens (home, appointment flow, provider profile, etc.)

  • High-fidelity desktop & mobile mockups

  • Design recommendations for future features

Impact

Impact

  • Drop-off reduced through clearer booking flow

  • Trust improved with better transparency & credibility

  • Better engagement across both tech-savvy and older users

  • Stronger foundation for scaling and Series A fundraising

My Takeaways

My Takeaways

When we first approached by the Medmo team, they weren't expecting a full redesign across both desktop and mobile. But as user research and a sudden push toward Series A fundraising, it became clear that the drop-off issues went far beyond the ordering flow. With that insight, the client trusted us to expand the scope and take on a much larger challenge.


This project taught me how to navigate ambiguity, adapt as we learned, and stay flexible through shifting goals. Being involved in every stage, from research to presenting to stakeholders helped me grow as a designer and feel confident tackling bigger challenges ahead.

When we first approached by the Medmo team, they weren't expecting a full redesign across both desktop and mobile. But as user research and a sudden push toward Series A fundraising, it became clear that the drop-off issues went far beyond the ordering flow. With that insight, the client trusted us to expand the scope and take on a much larger challenge.

This project taught me how to navigate ambiguity, adapt as we learned, and stay flexible through shifting goals. Being involved in every stage, from research to presenting to stakeholders helped me grow as a designer and feel confident tackling bigger challenges ahead.

When we first approached by the Medmo team, they weren't expecting a full redesign across both desktop and mobile. But as user research and a sudden push toward Series A fundraising, it became clear that the drop-off issues went far beyond the ordering flow. With that insight, the client trusted us to expand the scope and take on a much larger challenge.

This project taught me how to navigate ambiguity, adapt as we learned, and stay flexible through shifting goals. Being involved in every stage, from research to presenting to stakeholders helped me grow as a designer and feel confident tackling bigger challenges ahead.

When we first approached by the Medmo team, they weren't expecting a full redesign across both desktop and mobile. But as user research and a sudden push toward Series A fundraising, it became clear that the drop-off issues went far beyond the ordering flow. With that insight, the client trusted us to expand the scope and take on a much larger challenge.

This project taught me how to navigate ambiguity, adapt as we learned, and stay flexible through shifting goals. Being involved in every stage, from research to presenting to stakeholders helped me grow as a designer and feel confident tackling bigger challenges ahead.

Wanna collaborate? Let's Chat!

I am currently looking for a team where I can take part, learn from, and become a better designer (/human).

Let's Chat!

© 2025 Kim Au Le

Wanna collaborate?
Let's Chat!
I am currently looking for a team where I can take part, learn from, and become a better designer (/human).

Let's Chat!

© 2025 Kim Au Le

Wanna collaborate? Let's Chat!

I am currently looking for a team where I can take part, learn from, and become a better designer (/human).

Let's Chat!

© 2025 Kim Au Le

Wanna collaborate? Let's Chat!

I am currently looking for a team where I can take part, learn from, and become a better designer (/human).

Let's Chat!

© 2025 Kim Au Le